|
|
|
| Cosmetic Surgery Advertisements, Discourse on Beauty, "Body" Culture |
| KE Qian-ting |
| Department of Chinese Language and Literature at Sun Yat-sen University, Guangzhou 510275, Guangdong Province, China |
|
|
|
|
Abstract Contemporary cosmetic surgery advertisements have established a new discourse on beauty by using aesthetic messages and images, the "myth" of technology and doctors' authority. Beauty does not have to be born with, and can be gained through consumption and cosmetic surgery. These Ads praise modern women who pursue beauty actively and exclude those who do not match the norm of beauty. Woman's body has become the battleground of diverse powers, including experts' information, scientific interpretation, medical intervention, male gaze and self-expression. This may have loosed the control of patriarchy over women, but have entrapped women in the discipline of capital, science and technology. Although these Ads' superficial and elaborate styles and false messages disassemble their trust-worthiness, the strong financial support continues their popular and powerful influence.
|
|
|
|
|
|
|
|
[1] Jhally, Sut. The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society[M]. London: Frances Pinter. 1987.
[2] 中广.10年20万张脸毁于整容[N].广州日报,2012-02-06(4).
[3] Raymond Williams. Television: Technology and Cultural Form[M]. New York: Schocken Books, 1975.
[4] S. M. Kalick. Aestheic Surgery: How it Affects the Way Patients Are Perceived by Others[J]. Annals of Plastic Surgery, 1979,(2).
[5] Sander L. Gilman. Making the Body Beautiful[M]. Princeton University Press, 1999.
[6] [美]卡罗琳·凯奇,曾妮译.杂志封面女郎[M].天津:天津人民出版社,2006.
[7] 集美“美女标准度衡量 挑战秦始皇”活动启动[N].大河报,2011-08-18(A13).
[8] 程燕青.中国文学中美女描写模式及其文化考源[D].山西大学硕士研究生学位论文,2003.
[9] [古希腊]柏拉图,谢文郁译注,蒂迈欧篇[M].上海:世纪出版集团,2003.
[10] 祝平一.塑身美容、广告与台湾1990年代的身体文化[A].李贞德编.性别、身体与医疗[C].中华书局,2012.
[11] [法]米歇尔·福柯,谢强,马月译.知识考古学[M].北京:三联书店出版社,1998.
[12] [美]桑德拉·李·巴特基.福柯、女性气质和父权制力量的现代化[A].佩吉·麦克拉肯主编.女权主义理论读本[C].桂林:广西师范大学出版社,2007.
[13] 柯倩婷.广东媒体中的整形广告研究[Z].广东妇女研究会项目研究报告,2012.
[14] 新时代皮肤美容医院.南方都市报·广告[N].2012-02-23(AⅡ22).
[15] [美]赫伯特·马尔库塞,刘继译.单向度的人：发达工业社会意识形态研究[M].上海:上海译文出版社,2008.
[16] 美莱医学美容.南方都市报·广告[N].2012-02-17(B06).
[17] 美莱医学美容.南方都市报·广告[N].2012-05-29(AⅡ17).
[18] [美]桑德拉·哈丁.边缘认识论[A].章梅芳,刘兵编.性别与科学读本[C].上海:上海交通大学出版社,2008.
[19] 广州艺星医学美容.南方都市报·广告[N].2011-12-12(B05).
[20] 海峡(国际)整形美容.南方都市报·广告[N].2011-12-29(AⅡ23).
[21] 广州曙光医学美容医院.南方都市报·广告[N].2012-05-08(AⅡ22).
[22] 美莱医学美容.南方都市报·广告[N].2012-05-30(AⅡ17).
[23] 海峡(国际)整形美容.南方都市报·广告[N].2012-05-07(AⅡ10).
[24] 某公立医院.南方都市报·广告[N].2011-12-15(B08).
[25] 美莱医学美容.南方都市报·广告[N].2011-12-20(B21).
[26] 新时代(整形美容)医院.南方都市报·广告[N].2012-01-11(AⅡ16).
[27] 华美整形美容.南方都市报·广告[N].2012-03-07(B22).
[28] 美莱医学美容.南方都市报·广告[N].2012-03-13(B1).
[29] [荷兰]L.van Zonen著,曹晋、曹茂译.女性主义媒介研究[M].桂林:广西师范大学出版社,2007.
[30] [英]Goffman, Erving. Gender Advertisements[M]. London: Society for the Anthropology of Visual Communication,1976.
[31] 海峡(国际)整形美容.南方都市报·广告[N].2012-05-15(AⅡ17).
[32] 华美整形美容.南方都市报·广告[N].2012-02-22(AⅡ23). |
|
|
|
2015, Vol. 0 
